HIDUSTAN KI TAKAT PARLE-G

Largest manufacturer of biscuits since 80 years

Quality, nutrition and great taste.
More than 1500 Wholesalers an 1.3 Million retail outlets
Faith and trust
Example of marketing brilliance for Competitors
65 % of Glucose Biscuit market.
RURAL MARKET OF PARLE-G

Parle G is concentrating heavily on rural marketing to

have high growth rate in rural areas
Rural market penetration is 50 65%
Parle G market reach very high due to distribution
network
Consumer psyche: Recognize Not as Parle G but as
.. biscuit ka puda.
Parle G is increasing awareness to know parle G as
brand
Target young generation, i.e. school going children
Parle G is a market leader in glucose biscuit category in
rural marketing

Positioning of parle-g in rural market

Parle-G the company has used channel and image

differentiation tools in rural market
Parle G by far has the most intensive distribution
coverage as compared to any other biscuit company in
Indian rural market
Also the name PARLE has an image that generates
respect and a belief of good quality in the minds of the
buyers
The value-for-money positioning helps to generate
large sales volumes for the parle-g
Positioning parle-g firmly in the consumer mindset was
easy because of healty and nutrious quality biscuits
The success of Shaktiman from Parle-G again has
tremendous scope in retailing, merchandising and
event marketing. May be this was a deliberate strategy
from Parle to reposition its biscuits with a shakti
(power) aura against the much hyped biscuit brands.
Parle-G eventually might use the Shaktiman umbrella
strategy to replicate the success for its other brands in
these markets.
Parle G has adopted the Market Penetration strategy
i.e. low price along with capturing of a large market
Also they focus on providing good quality products at
the same time, which means it uses the value pricing
method.

The value-for-money positioning helps generate large

sales volumes for the products.
Parle G is available in Re 1,Rs 2, Rs 4 to Rs 25 packet
Profit margin for distributors is 4% and for retailers is
10- 12%